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Shah Rukh Khan markets `Fan' message like genius

Wed, Apr 13, 2016, 03:10 PM
What makes Shah Rukh Khan the best marketer of his big-budget films? Marketing genius, he is the Badshah of Bollywood.

Shah Rukh's a mind that understands how the audience ticks, and he is willing to take risks.

Take `Ra.One' whose first trailer was released in the peak of the cricket season of 2011, seven months ahead of the actual movie release. The film was made at a cost of Rs 150 crore, considered high by Bollywood standards. He sustained the audience interest all the 7 months.

Normally, Bollywood practice is to release a trailer 40 days before the movie release. The idea is to cut down on costs and try to derive benefits by choosing more theatres and by the positioning of the film actors. Half of `Ra.One's Rs 150 crore budget was spent on advertising.

For his upcoming `Fan', Shah Rukh has an inclusive strategy. `Fan' has Shah Rukh in a double role -- a superstar and his obsessed fan. For the film, he is depending on a lot of TV time by giving interviews and making appearances.

The `Fan' film anthem has been released in six different languages, to penetrate the regional markets as well. `Fan's anticipation has been built up with a mural outside Shah Rukh's house. This was picked up by the social media.

The trailer shows the theme song centred in a thickly populated locality, and the people greeting their star from the rooftops. The `Fan' message is the mantra.
Agency: Ap7am Desk

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